Wonderworks Communications Ltd

Core disciplines: Brand Activation, Brand strategy, Branding / design


In the midst of a gin boom the market is extremely crowded; however, there was a gap in the market for a authentic Japanese gin from the unequivocal masters of Japanese distilling, the House of Suntory.


T H E   C H A L L E N G E

We were presented the challenge of creating the brand activation storytelling, rituals and design to be used across multiple channels below the line.

The beautiful six-sided bottle (in Roku means 6 in Japanese honouring the 6 key botanicals in the liquid) existed but nothing else. Our task was to extend the beauty of the bottle, and the harmony of the liquid into touchpoints across on trade, off trade and travel retail.



T H E   W O N D E R

Our creative approach was to harness Japanese rituals and spiritual beliefs, and the product truth of ‘shun’ – the harvesting of each botanical only at the time it is at the peak of its flavour – to influence the development of a unique hero serve and education programme that explores the liquid through Omontenashi. The fully flexible programme was designed to deliver the same concept at anything from a large pop-up brand experience to a one-to-one brand ambassador kit.

The design approach extended the simple beauty of the ‘washi’ paper label and honoured each of the six botanicals through traditional watercolour illustrations. From a key visual, to a dramatic brand film. Brand education assets to modular travel retail displays and pop-up shops, the simplicity of the design and the careful choice of materials connects with anyone who sees it.




Most successful product launch for Beam Suntory

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